Y&R London

Y&R London

London, United Kingdom

Full Service

TitleCan't Believe
Agency
Campaign The Young and the Connected
Advertiser LG Electronics
Brand LG
Business Sector Mobile Telephone & tablets
LanguageEnglish
Story RKCR/Y&R is launching a series of idents for LG Electronics on Channel 4 and E4 to showcase to 16-24 year olds how LG’s innovative range of smartphones can enhance their lives. The films are purported to be made from the salvaged elements of an LG-funded US day-time soap opera ‘The Young and Connected’, which was to be based on the lives of a group of young and glamorous Californians. Partner-funded by LG Electronics, renowned for its market leading smart phones, ‘The Young and the Connected’ was trailed as being the first ever US day-time series to be based on the realities of how young people really live their lives today. Storylines were to focus on the real source of drama behind the way young people lead their lives in our modern connected world: mobile social networking. The series had all of the ingredients needed to be a ratings winner - beautiful people, drama, revenge and skimpy swimwear. However, two days after filming began, without any reason being given, the network pulled the plug on the production, leaving only a fraction of the series footage in the can. Following speedy media negotiations and considerable re-editing the footage then became the backbone of LG’s existing sponsorship deal with Channel 4 in the UK.”
Media Type Television & Cinema

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